Much has been written over the past few days about the updates to Facebook’s brand pages, and how to utilise the timeline to showcase a company’s history.

Obviously the brands best placed to make the most of this are those with a history worth shouting about, which is why Manchester United has been highlighted as a good example of early best practice.

Cider brand Bulmers has also been quick to use the timeline to illustrate its 125-year heritage by digitising old photos, display ads and archive footage.

Bulmers said that conveying this in a way that is relevant to its core audience is a key communication objective.

We Are Social created the page using archived materials from the Hereford Cider Museum, the BBC Archives and the Media Archive for Central England.

Account director Seb Robert said Bulmers wanted to capture its rich history and bring it to life in an engaging way. 

This is why we concentrated our efforts on digitising archive material and using the new timeline functionality to showcase the Bulmers history to its fans.”

He said Facebook timelines for brands give fans the opportunity to follow the journey of a brand throughout its history.

It’s a fascinating progression, and a vast improvement on the traditional Facebook company profile.”

Bulmers’ timeline is certainly an attractive way of mapping out the company’s history, and the use of archived materials to illustrate key points is a nice touch.

It’s a sensible approach to make the most of Facebook’s new timeline feature, staying ahead of the competition rather than lagging behind, but is the average consumer going to be excited by this new functionality? 

While it’s obviously great for brands to be able to show off their esteemed heritage, if I want to know something about Bulmers, I’ll probably still turn to Wikipedia.